Portfolio

LUNA Sports

Design and develop a complete line of women’s cycling clothing with a deep connection to the LUNA brand.

Overview

Project

From concepts to designs, Perfect Thirds integrated the LUNA brand into a complete line of cycling apparel and accessories that women instantly fell in love with.

Industry: Women’s Cycling Apparel.

Services

Brand Identity, Creative Direction

Goal and Impact

Articulate and create an indelible brand within the industry. Produce what would become the standard in Women’s cycling clothing and gear.

In less than 12 months, the line was concepted, designed, produced and displayed at Interbike. Within 2 years, LUNA Sport was nearing 7 figures in sales.

Challenges

Accentuate a very established brand

LUNA is a very successful company with years of equity built up. We needed to push on the brand, but make sure the clothing was unmistakably LUNA.

Brand as product took on a whole new meaning.
Articulate then well known LUNA values while adding to them.
Integrate the familiar brand visuals in elegant and functional ways.
Create a design language to build on.

“As a very creative organization, Clif Bar, who owned LUNA Sport, has access to some of the best creative minds in the World. For the LUNA Sport project, we needed world-class creative work and a partner that understood cycling, its nuances, and the industry. Soup Group was an enormous asset in developing our design language and designing the LUNA Sport clothing line. They were an essential part of making LUNA Sport a success.”

— Dave McLaughlin, Founder
LUNA Sport, a Clif Bar Company

Branding

Creating a design language

LUNA Sport had one requirement: “Make it feel like LUNA.” That’s a lot of freedom or a lot of rope.

We leveraged the crescent from the LUNA brand as design and structural elements. The crescent became prevalent as a structural element in almost all of the designs, as it should.

Final Designs

Every piece in the collection was focused on performance, extremely comfortable, looked incredible, and definitely had the “LUNA” vibe.

As each piece in the collection got closer to completion, we sat in on the production meetings and fittings. This was an important part in making this a line that Women wanted to wear.